Your Unique Promise of Value and Personal Brand Statement
Your unique promise of value and your personal brand statement are closely linked; the statement is an expression of the promise. Both of them focus on what your target audience expects from you; they create an expectation of what you can deliver. These are probably the most important pieces of your personal brand profile, so you want to get them right before you start to communicate with your target audience.
Your unique promise of value: This is the promise you make to your target market that your brand will fulfill. It clarifies and communicates what makes you special. You must be able to live up to this promise.
Your personal brand statement: You use your unique promise of value to write the all-important personal brand statement. When you work on your statement, envision your best self. To begin your thought process on what your brand might include, answer the following questions:
What three or four keywords describe your essential qualities quickly and clearly?
What is your essence factor, the core of who you are? “I know I am in my element when __________.”
What is your authority factor, the knowledge that you hold and the skills that you possess? “People recognize my expertise in _________.”
What is your superstar factor, the qualities that set you apart? (This factor is how you get things done or what you’re known for.) “People comment on my ability to ___________.”
To help you get started writing your statement, use this fill-in-the-blanks template. Don’t be constrained by this language; simply use it as a starting point.
I use my ___________ and ___________ for ___________.
Known for ___________, I ___________.
Using ___________ (key trait), I ___________, by providing ___________.
Through my ___________, I ___________, when I serve ___________.